Attribution
Revenue Attribution
Affiliates
The process of determining which marketing touchpoint deserves credit for a conversion. Can be first-touch, last-touch, or multi-touch.
What is Attribution?
Attribution determines which marketing touchpoints receive credit for a conversion. It's essential for understanding ROI and fairly compensating affiliates.
Attribution models:
- First-touch: First interaction gets 100% credit
- Last-touch: Last interaction gets 100% credit
- Linear: Equal credit to all touchpoints
- Time-decay: Recent touchpoints get more credit
- Position-based: First and last get most credit
For affiliate programs:
- Most use last-click attribution
- Cookie windows determine eligibility (7-90 days)
- Consider coupon code attribution for influencers
Why Attribution Matters
Proper attribution ensures fair credit and helps optimize marketing spend.
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